|| The Qing Dynasty provided the most significant and richest development of book printing in the history of Chinese typography. According to statistics, the total amount of Qing printed editions reached the number of 126,649 editions with 1,7 million volumes.
In the mid-late Qing, after the resounding defeat in the Opium war and signing the Treaty of Nangjing with Great Britain, plenty of Western missionaries came to China. Through propaganda of Western Church and religion, the missionaries introduced western books and advanced machinery printing technology to China. Since this period, the typographical industry of China started a modernization and transition from the traditional printing to a modern one; as a result, radical changes and development occurred to Chinese printing in all the fields, including book type, format, font, content, etc.
Since all marketing activities are impacted by marketing macro environment, the main paper is based on the contemporary marketing theory “marketing macro environment”, which includes such three components as technological, politico-legal and socio-cultural environments. The scope of the research includes the analysis of the interconnection of the above mentioned factors with Chinese printing, and as a result a comprehension of mid-late Qing book publishing industry environment.
The paper consists of five chapters; the first one “introduction” explains the motivation, goals, methods, and steps, scope of the research, limitation and previous research results. The second chapter is the core part of the research, in which we try to show the interaction between various factors of mid-late Qing environment and book printing, based on discussion of technological, politico-legal and socio-cultural factors of the period.
The first section of each chapter describes and recalls the overall early Qing typography industry picture through the various environmental factors; in the second section we investigate huge radical changes occurred to printing industry after mid-late Qing and make a conclusion at the end of each chapter respectively. With the help of such framework of the paper, we try to show the most complete structure and content of the dynasty. The last chapter “Conclusion” summarizes the impact of various environmental factors discussed in three previous chapters to printing industry.